50005 Brand Advertising

Requisite(s): 59330 Advertising Practice

This subject concentrates on advanced advertising strategies as integrated brand initiatives across a variety of media and contexts. Students will explore the purpose of understanding brands from the consumer's perspective, factors driving change in management and strategy, the implications for advertising practitioners and the contribution of advertising in building strong brands. A critical research and practice-based approach to strategic brand planning will be taught in which students will use contemporary and experimental qualitative research techniques to uncover ideas with creative potential for use in advertising. Students will develop their creative solutions in concept layout form for a variety of channels as part of a total communications approach.